A lot of copywriters try to make their copy sound smart. I think the better goal is to make the r...A lot of copywriters try to make their copy sound smart. I think the better goal is to make the r...
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A lot of copywriters try to make their copy sound smart.
I think the better goal is to make the reader think: “Wait. How did they know I was thinking this?”
That usually doesn't come from bigger words or clever phrases.
It comes from paying attention to how people actually talk, what they complain about, what they avoid saying, and what they wish someone would just understand.
Good copy isn't always clever. Sometimes it's just painfully accurate.
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